Segment spent two years pushing CDI before surrendering to CDP
Katrina Wong · Marketing Secrets to Hypergrowth from Building Elastic, Zuora, and Segment · Mar 1, 2022 · at 7:58
Katrina Wong, VP of Marketing at Segment, reflects on category creation and why Segment eventually aligned its messaging with the established CDP market category.
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“With Segment, we, you know, we went about this exercise as, you know, is there a category that truly reflects exactly what we do? And we went down a path, you know, for a number of years where we said, we're actually not a CDP. We are not a customer data platform. We are actually a CDI, a customer data infrastructure. And fast forward two years later, we ended up, you know, pivoting and saying we were a CDP primarily because that was what the market needed and what they were telling us we needed to do.”
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